PVR-INOX has secured a strategic partnership with Khushi Advertising Ideas Pvt. Ltd (KAIPL) to enhance cinema advertising efforts in South India. This five-year agreement will make KAIPL the exclusive ad-sales affiliate for PVR-INOX in the region.
PVR-INOX operates 1,750 screens across 357 properties in India and Sri Lanka, with a seating capacity exceeding 357,000. Khushi Advertising, with over 20 years in the market, manages a network of more than 9,000 screens across various cinema chains, including PVR-INOX.
“This new strategic partnership between two leaders in the industry goes beyond the transactional value. It aims to reform the market, provide better control over market narratives and commercials, and most importantly, uphold the value of cinema advertising among our esteemed advertisers and trade partners, who have been an integral part of our success. Traditionally, advertising sales contributed 10-11% of our total revenue, but post-COVID, that contribution dipped to around 7-8% as we were on a recovery path. We strongly anticipate that this partnership, along with our ongoing leadership initiatives, will strengthen our ad-sales contribution and help us return to pre-COVID levels. We look forward to the success of this partnership,” Gautam Dutta, CEO- revenue and operations, PVR INOX, said.
The partnership aims to strengthen PVR-INOX’s position in the South Indian cinema advertising market. The cinema advertising sector experienced a growth rate of 36% last year, and the market is projected to grow by 12% this year. The collaboration reflects the confidence in the future of cinema advertising in India.
“The South Indian film industry has experienced phenomenal growth, with blockbuster hits like KGF 2, RRR, Salaar Part 1: Ceasefire, and Pushpa driving robust advertising activity and fostering a passionate fanbase. With highly anticipated releases such as Vettaiyan, Kanguva and Pushpa 2 scheduled for this year, 2024 is set to be the ‘Year of South Movie Dominance.’ To leverage this momentum, we are excited to announce our strategic partnership with PVR Inox, which will significantly expand our advertising footprint in South India. This collaboration allows us to tap into a dynamic audience through highly impactful advertising campaigns linked to our diverse lineup of films, creating lucrative opportunities for brands to engage effectively,” Vishnu Telang, CEO, Khushi Advertising Ideas Pvt. Ltd., said.